Is a line item when I have ever responded to someone's question reguarding achieving measurable success in the haunting field has always been:"Impress them and entertain them."
This will buy you tons of "free" advertising as word of mouth sells the experience better than any ad ever will, (since a certain percentage of any ad is hype or fabrications and will never be totally trusted by anyone over 16 years of age.)
Here is an extreme compliment I recieved recently from a customer (not from my Mommy or Grandma!)

"Incredible, you amused, amazed and impressed me.
You are a mischief maker and as entertaining as your house is awesome.
Screaming and laughing, what a grand show!"
---Leslie Gaeth